Marketing Activities List Product testing: Market research activity can

Marketing activities allow you to achieve better enable you to test new products and services
market share, revenue growth, and profitability. before launching them. This means you would
Above all, they identify the needs of customers be able to ascertain what your customers think
and meet them with customized products and about your products and services before making
services. the final version. This can save you cost and
enhance productivity.

Market activity #1: Market research

Some organizations do not carry out market Market activity #2: Select the Customer
research, which is among the core marketing Segment market
activity, and it is easy to dismiss it. But you Marketing has become customer-centric.
should know that without proper market Therefore, you must be able to determine and
research, your marketing strategies would not select your customer segment for the products
be effective in most cases. So, you need market and services you offer. You can easily create
research, no matter the size of your business, customized products and services for your
and you would make it your priority when you customers when they are properly segmented.
understand its importance. So, here are some Customer segmentation would also enable you
points about the importance of marketing to determine the best channels to carry out
research: your marketing, which can save you cost in the
long run.
Spot opportunities: Market research can enable
you to identify the people that need your
product and services. In addition, you would Market activity #3: Select product and
know where you can reach them and the best services
marketing channels to use. Knowing about your If you must generate more leads and boost
customers and potential customers, such as sales, you must offer the right products and
their demographics, age group, working status, services. Therefore, It is crucial to understand
would go a long way in simplifying your what the customer needs to enable you to offer
marketing activities. them the right products and services. People
easily forget or fail to know that without adding
Lowers the risk of failure: According to values to customers,
statistics, 50% of the business does not survive
past the 5th year. This is because of a lack of  What kind of products and services excites
market research. When you carry out market you, benefit, and you enjoy?
research, you would be able to identify  Would you appreciate the products and
loopholes and bottlenecks. You would know services you want to sell?
how to get a steady stream of income through  Would you purchase the products and
new customer acquisition and how to sustain services you plan on selling?
your customers as well.  Can you confidently sell the same products
and services to your children, mother,
father or other loved once?
 Can you sell this product for an extended
period?
 Can you be proud of the product you intend
to offer?
Market activity #4: Build Customer  Increase your brand awareness
Experience  Generate leads, build sales and improves
You may offer the right products and services profitability
and still not meet your target without the right  Provide the correct information
customer experience.  Increases traffic
 Create harmony and emotional attachment
for your brand
 Understand who your customers are
 Develop a customer experience vision for Market activity #6: Promotional
your brand Promotions are the activities a marketing team
 Create an emotional connection between carries out to communicate the brand, service,
your brand and your customers or product to the masses. In other words, the
 Endeavor to capture customer feedback in essence of promotion is to make people aware
real-time of or familiar with your brand and products in
 Develop your marketing team preference of others.
 Be unique ( Your logo, slogan, website, colors Promotion is an active process in marketing that
and lots more) needs to be closely monitored in other to
 Pay attention to employee feedback obtain the best result.
 Give back to your customers through In short, promotion is the voice of your
discounts and special offers company sent out to the masses, and it has a lot
of benefits which includes:
 Increase your brand awareness
 Generate leads, build sales and improves
Market activity #5: Set Product profitability
distribution channels  Provide the correct information
A product distribution channel is the routes,  Increases traffic
intermediaries, and chains through which your  Create harmony and emotional attachment
services or goods would pass through to get to for your brand
the final consumers and end-users. Also,
distribution channels could be or a combination Market activity #8: Customer Service
of retailers, warehouses, stores, wholesalers, Effective customer service plays a big role in
social media, or e-commerce stores on the individual customer experience. So, if you want
internet. to ensure excellent customer service, then you
must understand what the customer wants. You
must answer their query as fast as possible, and
Market activity #6: Promotional you must give them adequate information
Promotions are the activities a marketing team about your products and services.
carries out to communicate the brand, service, Customers these days are looking for friendly
or product to the masses. In other words, the and hassle-free services, therefore, businesses
essence of promotion is to make people aware must be customer-centric in other to boost
of or familiar with your brand and products in sales.
preference of others. And lastly, to ensure good customer service
Promotion is an active process in marketing that marketing activity, you must provide constant
needs to be closely monitored in other to feedback, carry out periodic review through
obtain the best result. surveys and pay attention to employee worries.
In short, promotion is the voice of your
company sent out to the masses, and it has a lot
of benefits which includes:
The marketing manager: Role and Creating programs and campaigns
Responsibilities Every company wants to deliver breakthrough
programs and campaigns. Marketing managers
own the process of building these plans, making
sure creative and content are aligned with the
company's strategic objectives. They also come
up with ideas for future programs and
campaigns.

Planning events

Some marketing managers are heavily involved

in planning and producing events. These can
range from massive product launches and
conferences to smaller efforts such as webinars.

Marketing Responsibilities Handling external communications

Many marketing managers build relationships

with the media in order to promote the
company's message. They often need to engage
with other people outside the company too,
such as vendors, partners, or advertising
agencies.

Managing projects, budgets, and people

In addition to managing their own projects,

marketing managers may also manage the
budgets for their campaigns and tools. They also
lead members of the marketing team (such as
content creators or graphic designers).
Implementing strategy
Marketing managers follow a strategic plan Coordinating cross-functional teams
(typically set by a more senior marketing leader)
Marketing managers provide cross-functional
for how their organization will achieve and
leadership. They keep everyone informed of the
maintain a competitive advantage in the
marketing plans and are the go-to people for
market. They help implement this strategy via
any internal marketing-related questions or
prioritized activities on the marketing roadmap. requests.
Overseeing content Supporting sales
Marketing managers may set the content Marketing managers often help with the sales
strategy and put together an process. This might entail everything from
editorial calendar that supports the company's producing informational materials to training
goals. sales reps on how to move customers along
the buyer's journey more effectively.
 Seven Characteristics of the Modern Consumer

Analyzing marketing data 1. Around-the-clock-shopping. “There’s an

expectation among today’s consumers that
Marketing managers track, analyze, and report
the ability to consume is a 24/7 thing,” says
on the impact of all their activities. They look for
Eric Singleton, Chico’s Chief Information
ways to improve their efforts and better engage
Officer. “When consumption can take place
with prospective customers. They may also
at any time of the day, retailers have to
evaluate competitors and compile and share
industry trends address the nuances and the requirements
of different consumer needs throughout
day.” According to Singleton, the Internet of
Things will compound this issue in the
Consumer
coming years. “Our challenge as a
businesses is to address those expectations
In the fields of economics, marketing and
advertising, a consumer is generally defined as on every conceivable platform.
the one who pays to consume the goods and 2. Consumers are in control. “Customers in
services produced by a seller (i.e., company, today’s era are much more in control of
organization). A consumer can be a person (or their shopping experience, and they know
group of people), generally categorized as an they can dictate the shopping experience
end user or target demographic for a product,
that they want,” Gayatri Patel, eBay’s
good, or service.
Director of Global Data infrastructure.
Any product, good, or service that is developed “They have the means to explore, research
must have a target market in mind, in order to and share every purchase decision. And
be effectively marketed and sold. In marketing, they can do it in a very quick way. If you
there are six types of target markets: lose them, it may not be just for that
purchase. It may be for a long time. You
1. Consumer Markets have to be responsive to their needs
2. Industrial Markets (made up of industrial immediately instead of trying to direct
companies) them. That balancing act is the biggest
3. Commercial Markets (consisting of challenge.
service companies, non-manufacturing 3. Omnichannel shopping. “The biggest trend
companies, and not-for-profit we see right now is this blurring of lines
organizations) across channels,” says Sahal Laher, Brooks
4. Government Markets (made up of Brothers Executive Vice President and Chief
government agencies) Information Officer. “No matter where he is
5. International and Global Markets (several shopping, the consumer is the consumer.
markets distinguished by different needs You have to break down those barriers
and different cultures) between channels, empower the consumer
6. Markets segmented for strategic targets in a uniform way and engage them in the
(markets segmented by strategy and same way on your site as you would in your
product characteristics, and hence by store.
characteristics of the buyer)
4. Content consumers. “Customers are That feedback mechanism didn’t exist
branching out with this significantly broader before.”
ability to explore your products in the
moment,” says Singleton. “They have closer
The 5 Stages of the Consumer Decision Making
relationships with what they’re buying and
Process — And How to Optimize
the reasons for buying it in their mind.
Content has tremendous influence on how 1. Need recognition (awareness): The first
they’re behaving, so Chico’s is also looking and most important stage of the buying
at content to complement decisions in a process, because every sale begins
more enriched way for customers, when a customer becomes aware that
especially on social channels. they have a need for a product or
5. Global experience. “It’s a truly global service.
economy,” says Laher. “We need to
2. Search for information
understand the customers’ needs wherever
(research): During this stage, customers
they are. Whether they’re in our NYC store
want to find out their options.
or our Tokyo store, we need to arm
associates with the tools that will make the 3. Evaluation of alternatives
customer interaction as meaningful as (consideration): This is the stage when a
possible. customer is comparing options to make
6. Collaborators. “There is a lot more the best choice.
collaboration and sharing of information
that can influence consumer decisions 4. Purchasing decision (conversion):
compared to the offline experience,” says During this stage, buying behavior turns
Patel. “eBay can complement those into action – it’s time for the consumer
experiences with our retail partnerships.” to buy!
Singleton agrees, saying “There’s definite
5. Post-purchase evaluation (re-
use of devices to check out and share new
purchase): After making a purchase,
products, to see if something complements
consumers consider whether it was
your existing wardrobe or to validate what
worth it, whether they will recommend
you saw on the Web.
the product/service/brand to others,
7. Social sharers. “The relevance of social
whether they would buy again, and
media on retail is untapped but growing
what feedback they would give.
very rapidly,” says Laher. “It goes beyond
retail reviews of purchases. We are working
with an outside partner to leverage social
feedback before we even have products in
the store. We can have various online
groups give feedback on ideas and colors
before investing time and money to create
different colors and incur the costs of
manufacturing and shipping, for example.